Aruna Ravichandran in the offices of CISCO in this file photo. CISCO
By Lisa Chau and Joseph Hammond
Aruna Ravichandran, a senior executive at CISCO, recently shared her insights on the future of work, marketing, and AI in an exclusive interview with Zenger News.
Ravichandran, who has over 20 years of experience in the tech industry, said that she has been most surprised by the speed of technological innovation and development. She believes that businesses need to be adaptable in order to keep up with the ever-changing landscape. Ravichandran is SVP and Chief Marketing & Customer Officer, Webex by Cisco
"Change is uncomfortable, but embracing the changes as they come helps navigate tech and leads to personal growth," she said. "Adaptability is a skill that can be learned and strengthened by pivoting and adjusting to each moment."
On the topic of data storytelling, Ravichandran said that it is about using data to inform and inspire action and drive positive change. "To be a data storyteller, you must not only understand the data but also be able to find the compelling narratives and positioning that the data supports," she said. "People do not often remember stats and figures, but they do remember a great story."
When asked about the skills critical for success in SaaS marketing, Ravichandran said that it is essential to understand your customers' needs and pain points deeply. "You should also understand how competitors are positioning their offerings and decide how you will differentiate yours in the market," she said. "In general, teams must also have strong skills in analyzing data, digital marketing practices and strategy, and the ability to translate technical concepts into digestible content for decision-makers."
Ravichandran also discussed how companies can harness the collective power of marketing and technology to create revenue, accelerate brand value, and enable human connections. She said that the marketing strategy needs to align with an organization's business goals and that companies should have a data-backed understanding of their customers. "The collective power of your organization's people and the technology you choose can culminate in revenue growth, enhanced brand value, and more meaningful human connections through personalized experiences," she said.
Signage with logo at the Silicon Valley headquarters of networking company Cisco, San Jose, ... [+]
On the topic of mobilizing corporate vision across every facet of the business, Ravichandran said that it is important to prioritize narrative-building that ties every facet of the business together. "This narrative should be communicated consistently across all touchpoints so every team can ensure that every action and initiative aligns with the overarching vision," she said.
Ravichandran also shared her thoughts on how AI is changing the landscape of tech and marketing. She said that AI is transforming the marketing industry and providing marketers with advanced tools that they can use to optimize their campaigns and enhance the customer experience. "For instance, AI can help marketers gain deeper insights into consumer behavior, which can be used to improve messaging and visuals that resonate with the target audience," she said. "Additionally, AI-powered chatbots and virtual assistants can provide real-time assistance and support to customers, improving their overall experience and loyalty to a brand."
Ravichandran believes hybrid work is here to stay and that businesses will do more for employees with tech solutions that enable frictionless collaboration from any setting. She also said that she believes we will see advancements in the design of physical office spaces to make the office a magnet and true hub for seamless collaboration. Additionally, she said that she believes we will continue to see a rise in the adoption of artificial intelligence as many companies continue to realize how the technology can enhance employee productivity and efficiency.
